I assume that's what he meant, but it is comparatively rare. Nowadays most failed startups die small.
Unfortunately, this doesn't make it easy to discuss things outside the research field.
It would probably be better, though, to have phase-specific terms. It would probably make it easier to identify with each phase.
How many startups failed that never got on their radar? Most?
I skimmed the report, their "methodology" link, whatever other links worked, and I did not find out how they found the startups they measured.